Safaricom Director of Brand and Marketing Zizwe Awuor during the day one of the Cannes Young Lions creative competitions at EABL HQs, Nairobi on March 8, 2025. [PHOTO: SAFARICOM X]

As dawn breaks over Nairobi on Sunday, the atmosphere at the East African Breweries Limited (EABL) headquarters is charged with anticipation.

Sixty of the country's most promising young creatives, having received their briefs on Saturday, are now entering the critical phase of the Cannes Young Lions Kenya competition.

The inaugural local edition has offered them a unique opportunity to showcase their talents on an international stage.

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The competition features three categories—digital, design, and print—each comprising ten teams of two.

Participants have had just 24 hours to create and present a campaign for an NGO charity, or purpose-driven organization.

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Of the briefs, two are from Safaricom, the event's title sponsor. Alongside Safaricom is Tusker Lager.

The challenge here is not only a test of creativity but also endurance and collaboration.

On Saturday, in the digital category, teams delved into crafting innovative online campaigns that could effectively engage audiences.

They explored various digital platforms, aiming to create strategies that resonated with the target demographic.

Design teams immersed themselves in creating visual identities that encapsulated the essence of their assigned organisations.

The print category participants focused on producing impactful print advertisements.

Throughout the day, the participants exhibited remarkable dedication and resilience.

Mentors and industry experts were on hand to provide guidance, challenging the teams to push their creative boundaries.

Despite the intense pressure, moments of camaraderie emerged, with participants sharing insights and encouraging one another.

As the submission deadline approached, a palpable tension filled the air.

Teams are busy conducting final reviews, ensuring every element is aligned with their vision and meeting the brief's requirements.

Before the day ends, a pair from each category will be chosen as the victorious team.

For them, the journey does not end here.

They will earn the opportunity to represent Kenya at the Cannes Lions Festival in France, competing against top young creatives from around the world.

This milestone will not only elevate local talent but also cement Kenya's place as a powerhouse in the international creative landscape.